Launching DB11 Aston Martin Pitch Idea

Praktikum Periklanan

2016

Vokasi Komunikasi

Periklanan 2013

Client :

Aston Martin

Indonesia

Mentor :

Adwin Wibisono

(Head of Strategies

at Karsa Ide Karya)

PROBLEM KEYFACT

Changing the image ASTON MARTIN DB11

type isn’t longer the car of James Bond.

ASTON MARTIN image in audiences mind is a car of

James Bond.

TARGET AUDIENCE

DEMOGRAPHIC

GEOGRAPHIC

PSYCOGRAPHIC

▪ > 35 y.o (mature) ▪ CEO, Collector, Conglomerate ▪ SES A+

Mostly JAKARTA

▪ Old Money but Low Profile ▪Prefers to drive a car by himself

COMPETITORS

DIRECT COMPETITOR

INDIRECT COMPETITOR

MERCEDES SL AMG MERCEDES S63 COUPE AMG

FERARRI CALIFORNIA T

MASSERATI GRANTURISMO

BENTLEY CONTINENTAL GT

OBJECTIVE

Create Awareness among car community Indonesia

CONSUMER INSIGHT Man choose a car not only based on brand image but also the details (history & craftmanship)

BIG IDEA?

The beautifull of Craftmanship

for especially person

BIG IDEA Manner Maketh Man

THE MESSAGE

ASTON MARTIN DB 11 is created for a true gentleman ( A man with with fully desire, focus to gain more his ability and always respect to others )

MEDIA

CONVENTIONAL DIGITAL EVENT

Convention and Digital for Pre-Launching

Print Ad on Automotive Magazines

PRINT ADf

Start with fully desires

DIGITAL

DIRECT MAIL

Event

Aston Martin DB11 launching will be held in a ballroom at a hotel as Hotel Mulia Senayan. That hotel is one the best

luxury hotel in South Jakarta, Senayan.

Sketch of Ballroom

BACKDROP

Aston Martin ‘DB’ Photography Exhibition

Photography exhibition shows Aston Martin ‘DB’ series history. The photos

are photographed by Tim Wallace, a professional car photographer from England.

SPECIAL PERFORMANCE

DB11 HI-TECH illusion performance by

GALIH MONTANA

Violin performance by

ISKANDAR WIDJAJA

With MAYLAFFAYZA

SPECIAL PERFORMANCE

SLIDE VIDEO PERFOM ISKANDAR WIDJAJA & HI-

TECH ILLUSION

GIVE AWAY

GOODY BAG : DB11 Miniature + Business Card

Rundown Event No. Time Event Description

1. 06.30 PM Guests see the Photography Exhibition about Aston Martin history on a alley of the building before entering the main entrance.

2. Cocktail Session ( Champagne & Soft Drink )

Guests enjoy cocktail session when wait the event start.

3. 07.20 PM All guests be seated. Event start

4. 07.30 PM Event Opening The event is begun by MC ( Darius & Donna Agnesia )

No. Time Event Description

5. 07.35 PM Aston Martin Teaser The teaser is about Aston Martin DB11 craftmanship.

6. 07.37 PM Speech of United Kingdom Ambassador

England Ambasaddor gives a short speech about relationship between Indonesia and UK.

7. 07.47 PM Speech from Aston Martin Indonesia CEO

Aston Martin Indonesia CEO gives a speech about DB11 launching.

8.

08.00 PM

Violin Performance

Violin performance by Iskandar Widjaja and Maylaffayza

9. 08.15 PM Gala Dinner Guests have the Appetizer, Main Course and Dessert with .

10.

09.15 PM

Car Hi-Tech illusion

DB11 Hi-Tech illusion performance by Galih Montana.

11. 09.17 PM Short description about the detail of DB11

The Marketing Officer of Aston Martin tell detail of DB11

12. 09.25 PM Closing MC close the event

BUDGETING